The Fight Network has brought on cable vet Nory LeBrun and his company, Two Blue Rhino, to lead its charge into the U.S. The Toronto-based digichannel on Tuesday named TBR as its sales and marketing agent in the States, handing LeBrun an EVP title and the job of taking the channel into the choppy waters of U.S. cable.

LeBrun has worked on cable launches including CNN, Headline News and, most recently, the Gospel Music Channel.

‘The scope of his relationships, his outstanding reputation, and his knowledge of the nuances of an extremely complex market take us to a level at which The Fight Network can compete with the U.S. cable brands,’ said Fight Network CEO George Burger in a statement. ‘We have all the resources we need to execute our drive into the U.S. market, which we are launching effective today.’

Fight Network, already seen in Canada and the U.K., is looking to reach 40 million subscribers in the U.S. over the next three years — the same numbers LeBrun is credited with at Gospel.